A detailed report of the mental health campaign and the performance of the digital marketing activity

2. CAMPAIGN
• MindMap is a campaign designed to drive
awareness of psychosis and the benefits of early
treatment in the 10 towns of the Greater New
Haven area, CT (400,000 population).
• The three-year NIH-funded campaign started in
February 2015.
• The challenge is to connect to the target
audience of those ages 16-35 experiencing
symptoms of psychosis.

3. • The MindMap brand and its digital assets
(website and social media ) were built, and
content was created to drive engagement within
the 10-town community.
• Red Rock applies the latest tools and tactics of
social media marketing to track user interaction
with the digital assets. The results determine the
most cost effective methods of attracting clients
towards treatment.
CAMPAIGN

4. PHONE CALLS
704
Calls
Phone Calls by Month (1+ min.)

5. The MindMap website is to be the brands key
digital asset, housing interactive MindCheck
quiz and educational content.
35,535
Unique visitors
7,841
Visitors started
the quiz
951
Completed
the quiz
WEBSITE

6. WEBSITE VISITS
The MindMap website garnered 35,000 visitors, and
many visited the site multiple times. The following
map show where these visitors came from.

7. WEBSITE VISITS

8. • The MindMap MindCheck Quiz was created to
make the website more interactive.
• The quiz checks for signs of psychosis and ends
with providing results and a call to action (CTA)
to contact STEP.
• The quiz started off with three versions directed
towards evaluating self, family, friends for
symptoms of psychosis. It was later changed to a
single version.
MINDCHECK QUIZ

9. MEDIA
Crea%ng and sharing
content that provides
psychosis awareness and
advocacy.
Targe%ng a specific
audience to complete a
certain ac%on (call, text
or quiz)
PAID DIGITAL ORGANIC DIGITAL
Media:
The end goal it to facilitate website visits, quiz taking and calls to STEP.
Media:
• Facebook
• YouTube
• TwiDer
• Instagram
• Email
• Facebook
• YouTube
• TwiDer
• LinkedIn
• Google
Targe%ng a specific audience
to create awareness or
complete a certain ac%on
(call, text or quiz)
TRADITIONAL
Media:
• Billboards
• Transit
• Postcard
• Press
• TV/radio

10. Google Express is optimized for mobile devices.
Seventy five percent of our website traffic comes
from mobile devices.
GOOGLE EXPRESS
169,388
Views
1,613
Clicks to
website
120
Phone calls

11. • We built an email list of 625 people in eight groups.
• Email addresses deemed important by the clinical team
were taken from this list and divided into buckets, and
curated content was directed to each specific group.
EMAIL

12. The monthly NewsleDer
shared content and
events rela%ng to the
MindMap campaign.
NEWSLETTER
644
Number of email
addresses
30
Newsletters
sent
72
Click through
to website

13. SOCIAL MEDIA
Social media pages were created to advocate, educate, create
brand awareness, and provide CTA’s.

14. FACEBOOK
3,247,311
Impressions
7,276
Engagements
5,875
Visitors driven
To website
• The dominant plaRorm targe%ng
peers, clients and caregivers by
their interests, geography and
behavior.
• Delivers content in a passive way,
i.e. when users are not specifically
searching or discussing the topic of
psychosis.

15. FACEBOOK: DEMOGRAPHCIS

16. Key plaRorm to target poten%al peers and media
around their interests and hashtags. TwiDer is a
useful plaRorm for awareness and advocacy.
1,295
Followers
988
Tweets
767,965
Impressions
3,020
Engagements
1,133
Visitors driven
To site
TWITTER

17. TWITTER: DEMOGRAPHICS

18. • The key video plaRorm to target
poten%al clients around their
interests, geography, and behavior.
• YouTube is the no.1 search engine
for ages 16-35.
280,000
Views
152,000
Minutes watched
YOUTUBE

19. YOUTUBE: DEMOGRAPHICS

20. LinkedIn is the key plaRorm to
establish a professional presence
among target professional referral
groups.
LINKEDIN
89,000
Impressions
319
Engagements
229
Visitors driven
to website

21. • Items were created to serve clinical prac%%oners
and referrers. The giveaway items included bags,
mugs, stress relievers (blue “squeeze” brains),
candy, privacy door hangers, water boDles,
brochures, tear off notepads, booklets, pens,
magnets, %ssue boxes, and cold packs.
• Giveaway items created brand awareness.
GIVEAWAY ITEMS

22. MindMap aDended high profile health & fitness events within
our 10 town area. We developed a visible tent display and an
interac%ve game that educates as you play.
COMMUNITY EVENTS

23. These interac%ve gatherings were staged at central
loca%ons in most of the 10 towns served by STEP.
The goal of the workshops are to gather like-minded
community groups and mental health professionals to
support MindMap's goals.
WORKSHOPS

24. MINDMAP ALLIES
A group of five allies helped create and distribute
informa%on about psychosis in a way that our target
audience can relate to by contribu%ng to social media
content and aDending events.

25. OVERALL BUDGET

26. PAID CAMPAIGNS
We took advantage of the detailed targeting that
social media advertising provides in order to
reach our target audience through the platforms
that they already use.

27. Tes%monial ads were added
early in the campaign in
order to not only bring
awareness to symptoms of
psychosis, but also to dispel
the myths of treatment
TESTIMONIAL CAMPAIGN
Adver%sed through:

28. The MindMap campaign launched with brand
awareness via tradi%onal media:
• Posters & flyers
• Transit exterior and interior ads
• TV interviews with Fox61 and Channel 12
• Newspaper ads & inserts
• Billboards
TRADITIONAL MEDIA

29. Kick-off Event
Introducing the MindMap Campaign to
the 10-town community.
SPECIAL EVENTS
1
Community Events
MindMap had a presence at the Mental
Health Month Run, the New Haven Road
Race, and the Arts & Ideas Fes%val.
3
Workshops
A gathering of community stakeholders
and mental health professionals to build
awareness of psychosis, early treatment,
and the MindMap campaign.
5

30. NewsleDer “drip
campaigns” are used to
target our eight buckets
with tailored content
with a clear CTA.
Each drip campaign
included a series of four
and two emails.
DRIP CAMPAIGN
558
Number of email
addresses
2,232
Total emails
sent
25%
Avg. open
rate

31. ADWORDS
Google AdWords were
used to drive traffic direct
to the MindCheck quiz
with the following
keywords.

32. We used targeted ads on
FaceBook and TwiDer to
aDract the desired
demographic to the
MindCheck quiz. The first
quiz campaign had a
general target, then we
addressed students,
parents and peers.
QUIZ CAMPAIGN
Adver%sed through:

33. During the school year,
students were targeted
with a clear CTA to take
the quiz.
QUIZ CAMPAIGN: STUDENTS
Adver%sed through:

34. Peers were also targeted
with a CTA to take the quiz.
QUIZ CAMPAIGN: PEERS
Adver%sed through:

35. Lastly, we targeted parents
to take the quiz.
QUIZ CAMPAIGN: PARENTS
Adver%sed through:

36. The parents personal experience with
psychosis in their family provided
informa%on about STEP’s free and
effec%ve care
454
Views
1,285
Minutes
Watched
MindMap – My Son has Psychosis
Adver%sed through:
PARENT CAMPAIGN

37. PARENT CAMPAIGN
The same video was
also adver%sed on
FaceBook achieving the
following results:
MindMap - My Son has Psychosis
Adver%sed through:

38. PEER CAMPAIGN
Another video focuses on the
experiences of peer level psychosis
pa%ents, reducing s%gma and raising
awareness.
17,404
Views
68,000
Minutes
Watched
PSA 30 seconds MindMap
Adver%sed through:

39. CLINICAL REFERRER CAMPAIGN
A campaign directed to
clinical referrers included
e-blasts and adver%sing
on Facebook, TwiDer, and
LinkedIn.
z
Adver%sed through:

40. REMARKETING CAMPAIGN
• The remarke%ng campaign targeted those that
started the quiz but did not finish, or did not sign
up for more info aher being previously clicking on
an ad.
• Another ad brought them to a landing page with
more info and a more urgent CTA.

41. REMARKETING CAMPAIGN
722
Click throughs
to page
203
Returns direct

42. REMARKETING CAMPAIGN
722
Click through
to page
203
Returns direct
LANDING PAGE

43. REMARKETING CAMPAIGN
348
Click through
to page
109
Returns direct

44. REMARKETING CAMPAIGN
348
Click through
to page
109
Returns direct
LANDING PAGE

45. LANDING PAGE
1,912
Click through
to page
349
Returns direct
REMARKETING CAMPAIGN

46. • Posters & flyers
• Transit interior ads
• Newspaper ads & inserts
• Cinema ads
TRADITIONAL MEDIA

47. First Anniversary/Art Show
This gathering was held to celebrate
MindMap’s first year anniversary and
support Mental Health Month.
SPECIAL EVENTS
1
Community Events
New Haven Road Race, Health Check Day,
Arts & Ideas Fes%val, and Mental Health
Month Run, and Community Awards.
5
Workshops
To gather supporters and build awareness
of Psychosis, early treatment, and the
MindMap Campaign.
2

48. The three MindMap MindCheck Quizzes were
condensed to a single version that would work for all
three audiences.
MINDCHECK QUIZ

49. PAID CAMPAIGNS
The quiz campaign and clinical referrer
campaign are still active in 2017 as our main ad
campaigns.

50. • Posters & flyers
• Postcards to all households
in the 10-town area
TRADITIONAL MEDIA

51. Community Events
MindMap had a presence at Gateway’s
Fresh Check Day, Tracy’s Run and the Rock
2 Rock bike ride.
SPECIAL EVENTS
3

52. SCOREBOARD
AWARENESS
Social media
impressions
ENGAGEMENT
Website visits
Quiz takers
Quiz completions
Phone calls 704
951
7,841
35,535
4,295,276

53. SUMMARY
• High level of brand awareness, advocacy, and education.
• Quiz was the most interactive component of the website.
• High level of traction and interest directed to PRIME.
• Cost per click (CPC) to website averages
• Facebook $0.22
• Twitter $0.37
• Google $0.48
• LinkedIn $3.74
• Cost per view (CPV) for videos
• YouTube $0.02

54. CONCLUSIONS
• Since the start of the campaign, we have totally saturated the
10 town area on social media. This is the most cost effective
way to select and target our 400,000 target audience.
• We have supplemented digital outreach with cost-effective
postcards and print material to raise general community
awareness.
• ALL our brand dashboards went off the dial when we received
TV exposure.
• Absence of clients willing to be brand advocates limits our
ability to show social proof.
• Community partnerships key to future success.

55. NEXT STEPS
• Redesign the website to better serve the 3 main visitor types;
patients, parents, and and clinical providers.
• Create a content development team to provide high-quality
material for all social media channels.
• Become very active on Instagram and Reddit.
• Create more engaging video content.
• Pursue PR, TV and radio opportunities.